THE FUTURE OF THE SPORTS INDUSTRY - NAVIGATING THE SPORTING LANDSCAPE IN A POST COVID-19 WORLD
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
THE FUTURE OF THE SPORTS INDUSTRY NAVIGATING THE SPORTING LANDSCAPE IN A POST COVID-19 WORLD MAY 2020
Sport as we know it is no more • Music venues, theatres, galleries closed. Concerts are selling in Q3 & 4, some festivals cancelled and others hopeful of going ahead as planned. • The Olympics postponed to 2021 with NBC having already sold $1.2 billion of advertising. • Euro2020 postponed to prioritise the finishing of domestic leagues. FIFA assists WHO with ‘Pass the Message’. • The majority of national/domestic sporting leagues and competitions postponed with the French and Dutch leagues cancelled. The top 5 European football leagues been put on hold has cost a combined maximum of €4.14bn in lost revenue. 22
Three phases: What do they mean for Sport?
1 2 3
IMMEDIATE REACTION SHORT-TERM ADAPTION LONG-TERM ‘NEW NORMAL’
Organisations and brands involved in sport have Rights holders and some brands have quickly As sport leagues reorganise and look to start again,
rightly assessed the impact on the safety of fans developed creative & innovative digital content many behind close doors, the post Covid-19
and colleagues with a focus on immediate strategies to engage fans and take into account sporting landscape will be vastly different.
business continuity. the uplift in video consumption.
This will provide complexities in navigating but also
Sponsors should undertake core strategic Sponsors should asses how they can activate present major opportunities for brands, rights holders
workstreams to assess the value and activation digitally to engage with audiences. How brands act and advertisers. Brands and rights holders who are
gaps and have appropriate discussions with their in the short-term will determine their relevance and able to understand this in the most depth are those
partners. connection with fans that will be able to capitalise on the return of sports
and the passionate audiences that they
commands.
33
1 2 3
IMMEDIATE REACTION SHORT-TERM ADAPTION LONG-TERM ‘NEW NORMAL’
44
Total Sports Revenue (Global)
The pandemic has cut the
$140
$129bn
$135.3bn
global sports calendar in half
+4.9% with revenue down $61bn
$120
Pre-Covid-19, projections were that the global
$100 - 46% sports industry* would grow by 4.9% year-on-year
to reach $135.3bn in 2020.
$80 But as of 20th April it is projected that it will
$73.3bn
$ (Billion)
generate just $73.7bn in revenue in 2020, $61.6bn
less than pre Covid-19 predictions.
$60
The loss is created by the complete shutdown of
live event day revenue and payments from
$40
broadcasters either delayed or rebated due to
no live content.
Projections have also indicated that just 26,424 of
$20
the 48,800 sporting events scheduled prior to
Covid-19 will likely go ahead**.
$0
2019 2020 (Pre-CV19 Projections) 2020 (CV19 Adjusted)
*Cumulative revenue generated by professional sports rights-owners through live events, media and sponsorship rights
55 **Paid ticketed events for competitive sports with a projected attendance of at least 5,000
Source: Two Circles
Covid-19 has affected every aspect
of the sport industry ecosystem
Fans
Every part of the sporting value chain has been affected, from
athletes, teams and leagues, to the media that broadcast Pay-TV Ticketing &
and cover games and brands and sponsors that advertise Subscriptions Ticketing Merchandise
around them.
• Global sports sponsorship deals alone represented almost Revenue
TV Rights Distribution
a $46 billion industry last year. LEAGUES Clubs
Media & Players
• Then there’s sports-related advertising. In TV, brands put & EVENTS
Teams
almost $20 billion toward sports-related programming last
year, with about $17 billion (85%) spent around live sporting
events. Sponsoring
• Brands also put close to $1.2 billion toward digital Advertising Sponsoring
advertising.
We expect unprecedented disruption to the ecosystem over
Brands
the coming months and perhaps permanent change longer
term, with a break in traditional sponsorship deal-making until
the true impact on the landscape is known.
66
Sponsorship Announcements Jan-March 2019 vs 2020 New sport sponsorship
500 announcements are also
450 down 40% in three months
400
350 No live sport means no live coverage and
therefore sponsors do not have the foundations
300 from which to launch their marketing, fan
engagement, and all other activities associated
250 with the rights and assets they’ve acquired.
200 Existing agreements will exist but cannot be
delivered. Sponsors and events or rights holders
150 who have been in partnership for many years will
not want to move too quickly.
100
The Covid-19 outbreak has seen the number of
50 new sponsorship deals fall by 40% in just three
months.
0
January Fenruary March
2019 2020
Source: Globaldata’s Sportcal
77
Existing sponsors should use this time to look at core strategic tasks
like sponsorship strategy review & value analysis
Value Gap Re-evaluate Adapt
How can you analyse the How can you re-evaluate How can you adapt
‘sponsorship value gaps’ and optimise sponsorship current sport related
that have been created strategies on adapting activity going forward?
by Covid-19 within brand objectives?
existing agreements?
88
1 2 3
IMMEDIATE REACTION SHORT-TERM ADAPTION LONG-TERM ‘NEW NORMAL’
99
Consumption of sports related Media Consumption Increase due to Covid-19
content has been at record highs Worldwide 2020
despite the lack of live
40%
35%
With a lot more time on their hands and no live sport to
30%
watch on linear channels, fans are still as passionate and
hungry as ever for sport and are turning to video content to
25%
get their fix.
% Increase
This increase in demand has led to leagues opening up 20%
their archives across owned and social media channels,
launching virtual competitions and events, and athletes 15%
providing challenge and workout content.
10%
In-house media teams at leagues and clubs across all sports
have been quick to pivot and harness the immediacy, 5%
flexibility and interactive nature of social and video
streaming platforms to experiment and drive engagement 0%
with fans while the interruption to the calendar goes on.
Athletes are creating workout videos, tutorials and other
lifestyle focused content for distribution across their own,
their teams’ and their sponsors social accounts.
10 Source: GlobalWebIndex: Worldwide, March 16-20, 2020, 16-64 years, online surveyInterest in Sports Content from Leagues / Teams
There’s interest in a diverse range
of sport related content
20%
There’s a lot that sports organisations, sports media rights
18%
owners and brands can be doing to engage fans despite
disruptions. 16%
14%
The most important of which is offering them exclusive
% Interested
content (18%), redistributing old content, and promoting 12%
live interactions with athletes (both 17%). 10%
8%
Some examples of organisations who have taken
advantage of this to growth their digital fan bases: 6%
• The Premier League social engagement up by 146% 4%
despite fewer volume of posts. 2%
• The NBA have drawn 119% more engagements across 0%
13% fewer posts.
• The NFL increased both its volume of posts for social
(3%) and video (39%), attracting 37% more video
views, and 41% more social engagements overall.
11 Source: GlobalWebIndex: Worldwide, March 16-20, 2020, 16-64 years, online surveyWe have seen a return of classic games and
archive footage to entertain consumers
ESPN: THE LAST DANCE FIFA: ARCHIVE CONTENT ITV: EUROS 1996
The Last Dance” reached record breaking FIFA has opened their video archive across As ITV hold Euros broadcasting rights, they are
audiences across the world, averaging 5.8 million multiple owned and social content channels, planning to bring back Euro’s ‘96 at the end of
viewers across premieres of its first six episodes on allowing fans to relive classic matches from World May to let fans relive one of the UK’s greatest
ESPN Cup History footballing moments when there is no live 2020
Euros football to watch
12Virtual sports events and competitions have filled the
void on consumers need for that live sporting fix
NFL 2020 VIRTUAL DRAFT FORMULA 1 VIRTUAL GRAND PRIX SERIES ePremier League
NFL smashes Draft viewership records with 2020 Featuring current F1 drivers, celebrities and other The inaugural ePremier League Invitational netted
virtual event - total average US audience of 8.4m sports stars, Formula One’s debut eSports Virtual 150 million viewers, which saw football stars
across all linear channels and digital streaming Grand Prix pulled in 3.2m online viewers across represent their clubs virtually on FIFA. Alongside
platforms (+ 35% increase from 2019). The NFL YouTube, Twitch and Facebook being broadcast on Sky Sports and social
used TikTok to draw 580m views of a #GoingPro platforms like Facebook & YouTube, the
challenge to engage younger fans. tournament was live streamed on game
streamers like Twitch.
13Brands have continued to leverage their assets, talent,
influencers and virtual events to engage consumers Click logos for content
BUD LIGHT SELTZER – NFL DRAFT AFTERPARTY adidas – #HOMETEAM LUCOZADE – #KEEPUSMOVING
LUCOZADE
As the official seltzer sponsor of the NFL, Bud Light adidas remains committed to its sports marketing The Keep Us Moving initiative is a pledge to help
Tennis has never had much of an eSports
Seltzer hosted the first ever virtual NFL After Party – contracts and brand marketing. The #HOMETEAM support the fitness and community industry by
presence, but this looks set to change. The
DRAFTERPARTY. After watching The NFL Draft, fans campaign, in response to Covid-19, has been giving experts the opportunity to host online
Madrid Open was contested at home with
headed to Bud Light’s YouTube page for a post- hailed as the brands most effective ever at classes through Lucozade's social channels.
players such as Rafael Nadal, Andy Murray and
draft event hosted by Rob Gronkowski, Camille engaging consumers, as the business accelerates
Johana Konta competing virtually in front of 15m
Kostek, DJ Khaled and Big Cat, with a shift to digital marketing and ecommerce
online viewers
performances by Lil Wayne and Kane Brown.
14 Click logos for contentGaming and eSports sectors
Increase in viewership due to Covid-19,
as of March are booming
30%
There has been a 27% increase in video streaming
25% worldwide. However, it’s not just TV & movies
people are streaming. Gaming viewership is up
75%* during peak hours in North America. This is up
20% way ahead of standard web traffic (+20%) and
video traffic (+27%).
Increase %
15% Even before the crisis, Gaming was already a
bigger industry than music and film combined.
Covid-19 has only accelerated this trend with
10% people finding themselves quarantined at home.
As well as gaming, professional eSports around the
5%
world are seeing a huge spike in viewership over
the past few weeks as they fill the void left by
0% cancelled live sport competitions for some viewers.
Twitch YouTube
Source: SaaS Upfluence
Worldwide, April 2020, compared to previous weeks figures
*Source: Verizon
15eSports has maintained an upward eSports Sponsorship Announcements Jan-March
2019 vs 2020
trajectory in sponsorship 60
announcements
50
While properties across sports have lost out on sponsorship
revenues as a result of the Covid-19 outbreak, those within
esports have bucked the trend with an overall 53% increase
40
compared to this time last year.
Esports was seeing rising popularity anyway, enticed by high
viewership figures and the opportunity to reach a millennial 30
demographic, but it has also been better able to cope with
the impact of the virus, and has had the opportunity to
capitalise on gaps in the sporting calendar. 20
The lack of sport has allowed developers to build their
presence among sports fans who ordinarily would be 10
consuming traditional sport content. As such, brands are still
receptive to signing deals in the space, even at a time of
extreme short and long-term economic uncertainty. 0
January February March
2019 2020
Source: Globaldata’s Sportcal
16Esports have moved front and centre with major blue-chip brands investing in long-term partnerships BMW – ESPORTS, ‘UNITED IN RIVALRY’ ESL PRO LEAGUE TRAVIS SCOTT X FORTNITE BMW has partnered with five of the world’s top ESL Pro League, which ran from Mar16 - Apr 12, Fortnite hosted a psychedelic virtual Travis Scott eSports organisations, with teams competing in was the most successful season in the concert with 12.3M people watching it live. League of Legends. The move was most likely competition’s history. Viewership hit a new record agreed long ago, but is a recognition of the of 489,120 concurrent viewers across all platforms growth of eSports, particularly in lights of its Average audience per minute was 164,494, a growing online reach in the wake of Covid-19 215.5% increase compared with 2019 17
The green shoots are
appearing for sport and
broadcasters as live returns
The return of top flight German football brought in
more than five million viewers for pay-TV
broadcaster Sky Deutschland on 16th May, as
Bundesliga matches resumed behind closed doors.
As the first of Europe's 'big five' leagues to return
after a 66-day hiatus due to the coronavirus
pandemic, the league's main domestic broadcast
partner Sky achieved an overall 27.2 per cent
market share.
A combined 3.81 million viewers tuned in to watch
Bundesliga content on Sky’s linear TV channels and
the Sky Go over-the-top (OTT) platform during the
afternoon window.
This incredibly encouraging for broadcasters,
leagues and teams who are preparing their
comeback behind close doors and provides huge
opportunity for advertisers looking to tap into these
markets.
18 *Source: Sports Pro MediaKey considerations in the short-term
Adapt & Modify Content Alternatives Human Connection Virtual Alternative
How do you best analyse How can you leverage How can you leverage How can you explore
any activation gaps and the diverse range of sport sporting talent and gaming and eSports to
identify alternative rights related content to influencers to get closer engage fans, given the
with partners? engage with content to your audience? huge spike in viewership?
hungry fans?
191 2 3
IMMEDIATE REACTION SHORT-TERM ADAPTION LONG-TERM ‘NEW NORMAL’
20In the long-term sport as a mass
consumer passion point will not
change
Sport will always be a mass consumer cultural passion point.
Demand for live sports-related content has never been
higher than it is at this very moment.
• The Premier League’s 2020 social engagement is up
146% despite a reduction in post volume.
• All US leagues have followed a similar trend - NBA
drawing 119% more engagements across 13% fewer
social posts.
• Recent Bundesliga behind closed doors matches have
seen 34 x the number of viewers on BT Sport in the UK
than average broadcasts.
So in the longer term sport will still serve as a transformative
communications platform for businesses to culturally
elevate their brand in richer contexts.
Overall investments in sponsorships will likely decrease as
most companies adapt to the impact of the crisis but the
appeal of sport will not diminish. It will likely take some time
for the industry to come back to levels of pre Covid-19
spending.
21UK & US Media Habits after Covid-19
It is likely media consumption will Plan to continue to do so after outbreak, % who
are consuming more
remain high
73% 73%
66% 65%
62% 61%
There is likely to be an acceleration of longer-term
56% 56% 55% 55%
structural changes, including changing consumer media
consumption habits, use of digital platforms, and
reduction in traditional sport ‘offline’ media and advertising
models.
Online media is spiking and it’s newer forms of media that
are likely to continue being used.
Online video and gaming could have the greatest staying
power after the outbreak ends among Gen Z and millennials
especially.
Note: Survey of internet users aged 16-64, 20th to 25th March 2020. Question: Which of the following media have you started
consuming, or are consuming more of, since the beginning of the outbreak? And which of the following do you intend to
consume as much of when the outbreak is over?
Source: GlobalWebIndex, Coronavirus Research: Media Consumption and sport, April 2020
22Speed of Returning to Locations (global) Fans are wary of returning to live
% who say that, once they reopen, they will start visiting these locations
sport in the future
37%
Due to the significant loss of revenue sports properties
32% 32%
31% are undergoing as time goes on, they are keen to
28% return as soon as possible. The longer the sports
calendar is on hiatus, the worse the financial impact.
However, sports should – and will – only return when it is
18% deemed safe to do so, and with the support of all
16%
15%
14%
relevant government and medical authorities.
11%
9%
10%10% 10%
9%
10% With consumers expressing safety concerns of returning
6% to live sport events, and with some leading doctors in
4% the industry suggesting fans may not be able to return
stadiums until well into 2021, the return of sport behind
closed doors could well be common place for the next
Immediately Very Quickly Quite Quickly Not for some Not for a long Not sure year.
time time
Rights holders will have to put in stringent protocols
Shops Large Outdoor Venues Large Indoor Venues and measures at grounds before fans will feel
comfortable enough to attend, paving the way for a
Question: Once the following reopen, how quickly would you start visiting them again? Shops/large outdoor venues (e.g. sports
continued level of high in-home media consumption.
stadiums, music festivals etc.)/ Large indoor venues (e.g. sports arenas, concert halls, cinema complexes etc.)
Source: GlobalWebIndex, Custom Research, April 22-27
Base: 15,274 internet users aged 16-64 in 17 countries
23This provides opportunity for broadcasters and D2C OTT platforms alike to generate subscriber acquisition An interesting consideration is what behind close doors live sport means for broader audience receptiveness, and how this affects sports media rights holders. If fans cannot attend live games and cannot view out of home (aka go to the pub), providers like Sky have a greater role and opportunity to capitalise on this with acquisition in the short-term. As we know from other industries, a ‘forced trial’ period can be a powerful tool in subscriber sign up. Similarly this presents an opportunity for teams and leagues who have had the presence of mind to develop their own OTT subscription services. Many (e.g. NBA, NFL, F1) have offered free short-term use of their premium & exclusive OTT services. This has a dual role, as they can be seen to be doing entertaining and doing the right thing for their fan communities, but also more cynically, with the hope that many fans who have signed up will keep their subscription as fees kick in after the pandemic. Like any subscription service, cable or OTT, quality and volume of content is of up most importance in retaining subscriber bases. 24
• 02
There will be an acceleration of the digital age of disruption in sports,
driven by three forces which continue to grow in importance:
TECHNOLOGICAL THE ENGAGEMENT OF NEW THE GLOBALISATION OF
INNOVATION DEMOGRAPHICS INTERESTS
The ability of sport organisations to The arrival of new demographics The increasing importance of
connect directly with fans and and the rising importance of their interests in China and India, but
know exactly who the fan is. tastes, values and consumption– also Africa, South East Asia, the
specifically millennials, Gen Z and Middle East and Latin America.
women.
25• 02
The crisis will see the acceleration of six key macro trends in sport that
have already been very much underway
OTT EXPERIMENTATION & ENHANCEMENT OF SPORT BUILDING GLOBAL
ADOPTION SPONSORSHIP ROI FAN BASES
Covid-19 has underlined how ROI can be enhanced by direct The investment of building global fan
dependent the model is on TV and live engagement with fans via digital bases through tactical acquisition of
audiences. The adoption of OTT content – including D2C social media, high-profile foreign players with tours
services will accelerate as a major OTT and the use of data driven and special fixtures in key markets.
driver of extended fan engagement. audience profiling.
NEW NATIONAL/REGIONAL EXPERIMENTATION WITH NEW WIDER ESPORTS
COMPETITIONS FORMATS ADOPTION
The continuation in the development In addition to traditional formats the Traditional teams and leagues entering
of new national or regional experimentation with new and the eSports market to help reach those
competitions in emerging markets – innovative formats – such as T20, rugby millennials and Gen Z populations not
e.g. The IPL, the Chinese Basketball 7s and Formula-E etc, largely to attract that engaged with traditional sport.
League and Chinese Football League. new younger, family based and
environmentally aware demographics.
26Covid-19 will produce further
disruption in sport, driven by
the same three forces
There will be losers in the scheduling battle and global
recession over the next 12-24 months as sport events
compete for audience and sponsorship.
Ultimately, this could see the sports landscape change more
in the next decade than in several decades preceding it:
1. Many sports are too fragmented - we will see a
consolidation of sport with the biggest tried and tested
global events commanding a greater share of attention.
2. As digital disruption grips the industry, new global elite
style competitions will most likely be adopted across
most sports, as interests are aggregated across markets.
3. New demographics demanding sustainability, purpose
and accountability, with new digital consumption habits,
could see some new sports & action-packed formats
flourish and traditional sports fade.
4. Technological innovation will see the need for
sponsorship to become even more accountable,
especially as marketing budgets squeeze in a new
global recession.
27Acceleration of sponsorship’s transition into a digital business In the attention economy, competing with other forms of entertainment, live sporting events will always be important but digital channels will come to the fore as sponsors seek to establish data-driven connections with fans. It is going to become more and more important for sport and sponsors to develop video strategies, valuable for the data and fan interaction they can provide. Fans’ appetites for live experiences will evolve as a result of Covid-19. The absence of “real” sport is an opportunity for virtual technologies to grow. Already, leagues across the world are using eSports, OTT and DTC content to maintain interest. Furthermore, immersive technologies could enable fans to experience games live, without having to be physically present. New technology and the roll out of 5G and cloud tech is likely to further accelerate this trend. We’ll see an acceleration in digital innovation as rights holders seek to engage with their fans in new ways, both at and away from live events. A recent example of this is, Apple, who has recently acquired VR & AR start-up technology company NextVR – a company that supplies VR and immersive experiences for the NBA. 28
Brands who ignore gaming are
1
asleep at the wheel
Covid-19 has seen gaming accelerate into the major leagues
and this is likely to maintain moving forward in the long-term
as traditional sports goes head long into this arena and
develops continue to test and learn major game franchises.
After all, 31% of US adults have playing video games in the last
30 days and it is already a $139bn a year (and growing)
business: making it is bigger than the NFL, NBA, MLB and the
NHL combined.
There are a number of questions to ask:
1. Should other traditional sports marketers consider shifting
investment in to gaming?
2. If so, how do you navigate this complex landscape?
3. How do you authentically integrate your brand?
4. What are the activation opportunities to connect with
fans?
29Sports sponsorship’s digital
revolution will see it thrive long-
term
There is a chance that, at least initially, sport will
resume in empty stadiums and arenas.
Sponsors will have an opportunity to play a major part
in the way people engage with, access and
experience sports events and content. Brands, along
with rights holders, can help transform the sports
experience for good for millions of fans, not just now
but in the long-term.
Now is the time for brands and those wondering if they
can leverage sport to re-enter the new normal, to start
thinking about the role they want to play and how
they can play it when sport eventually resumes.
New normal sponsor activation will require sponsorship
data-driven specialists able to navigate and harness
the power of digital sport content and activation.
With Covid-19 giving all areas of the industry an
opportunity to rewrite the rulebook and we believe
sports sponsorship’s digital revolution will see it thrive
long-term.
30The economic downturn will mean sponsorship will become even more of a buyers market The situation will create a buyer’s market for sponsorship rights. There will be huge value in the market for brands brave enough to commit budget. Evaluating opportunities and identifying the right property will be crucial for those looking to harness the power of sport. What is even better for brands is that sport will have to become even more data-driven, accountable and measurable than it already is. There will no doubt be deals that will be completed for significantly less than the value reported . Purchasers will feel they have done deals at rates more affordable than previously. For brands, looking to tap into a targeted and loyal base of consumers, sponsorship could provide an increasingly affordable and effective platform moving forward. 31
Key considerations in the long-term
Follow the Fans Digital Transformation Massive eSports Contribute
What are the best sports opportunity
How can you activate How do you take
and properties to partner sport partnerships in line How do you explore advantage of future
with to engage your with new behaviours gaming and eSports as opportunities to develop
target audience? and in the digital a long-term option? D2C data-driven
transformation age? engagement with fans?
32The crisis has had a major impact on the world of sport but what
it has reinforced is the importance of sport in people’s lives.
We are already seeing record viewership numbers for sports that
are starting to resume. The role of sport in society will only be
elevated as a truly unique shared experience. Brands who
understand this, and contribute to the culture of consumers while
rewarding them for their time will win out.
Everything else is noise and wallpaper.
33Who We Are
MediaCom Sport & Entertainment is an award-
winning partnerships and brand engagement division
of MediaCom.
We drive business growth through the power of
cultural reach, delivering meaning, distinctiveness
and emotional relevance.
Our expertise are focused across all genres of culture
including sport, music, fashion, gaming, talent and
original entertainment.For more information or to discuss anything further
please get in touch with:
Misha Sher
VP, Sport & Entertainment
MediaCom Worldwide
Misha.Sher@mediacom.com
Mobile: +44(0)7415 957739
Jack Bradford
Account Manager, Sport & Entertainment
MediaCom Worldwide
Jack.Bradford@mediacom.com
Mobile: +44 (0) 7595 334569
35You can also read
